Kohl & Partner Issues Halftime Summer 2025 Report
South Tyrol continues to lead in terms of prices, while Tyrol is catching up in demand and, along with Bavaria, is showing the strongest demand growth.
As we approach the halfway point of summer 2025, positive trends are emerging in the destinations of Tyrol, Bavaria, and South Tyrol. South Tyrol leads in price increases and demand, while Tyrol is catching up and, along with Bavaria, is achieving the strongest growth in occupancy.
Thomas Steiner, Managing Partner of Kohl > Partner, in collaboration with RateBoard, a renowned provider of revenue management systems in the Alpine region, has once again conducted a fact check for the 2025 summer season for the destinations Bavaria, South Tyrol, and Tyrol.
- Booking forecasts for summer 2025: Bavaria and Tyrol with the strongest growth, South Tyrol leads in demand.
- Booking forecasts for summer 2025 show an overall positive trend in all three destinations. Year-on-year increases amount to +4.6% in Bavaria, +4.4% in Tyrol, and +2.3% in South Tyrol.
- South Tyrol records the highest demand, followed by Bavaria and Tyrol, while Bavaria and Tyrol show the strongest growth in occupancy.
On weekends and public holidays in May and June, Bavarian hotels recorded higher demand than South Tyrol and Tyrol. However, from mid-July onwards, South Tyrol regained the lead and, in some cases, significantly outperformed the other destinations until mid-September. From mid-September to the end of October, Bavaria's forecast shows higher price penetration than either Tyrol or South Tyrol.
A closer look at the forecasts for the individual summer months shows, according to the fact check by Kohl > Partner and RateBoard, both differences and similarities in occupancy
- May & June: Bavaria recorded the strongest growth, up 9.7% year-on-year. Tyrol significantly offset the decline in demand in May and achieved the strongest increase of almost 13% in June. South Tyrol achieved a solid increase of 7.6% in June, but remained behind the growth rates of Bavaria and Tyrol, although it led overall in terms of demand.
- July: July, which is almost over, shows a 5% increase compared to the previous year for Tyrol and Bavaria. In South Tyrol, an increase of almost 3% is evident.
- Forecast August: Tyrol and Bavaria show solid growth of 5.5% on average. South Tyrol lags slightly behind the other two regions with an increase of 3.4%.
Forecast for September and October: Tyrol is showing average growth of 4% compared to the previous year. Bavaria - also recorded a solid increase of 6% in September. In October, Bavaria is slightly above the previous year. In South Tyrol, the forecasts remain largely at the previous year's level.
- Price enforcement: South Tyrol as price leader with strongest growth, Tyrol with good increases, Bavaria with potential
Compared to demand trends, there are significant differences in price enforcement between destinations. South Tyrol leads with an average ADR (average daily rate) of €315 (+8.4%) and shows the highest price increase. Tyrol remains at a solid level with an ADR of €246 (+5.1%), with particularly positive price developments from June to October.
Bavaria lags behind both regions with an ADR of €218 (+2.2%). Good increases were evident in June and September, but the forecast for July and August shows a cautious price increase of only 2%, despite an increase in demand of around 5%.
Hotel expert Thomas Steiner, Managing Partner at Kohl > Partner, concludes: "South Tyrol remains the leading price setter and is recording significant increases in price enforcement. Tyrol has caught up in demand and demonstrates a good balance between price and occupancy. Bavaria has the strongest growth rates in demand, but still has potential in price enforcement. The optimal mix of sales and cost profitability will show how profitable the establishments in the respective destinations are performing at the end of the season."
Matthias Trenkwalder, Managing Director of RateBoard, emphasizes: "The strong growth in demand in Bavaria is also reflected in the holiday hotel industry throughout Germany, where more and more German guests are spending their summer 2025 in their own country – whether due to price consciousness, sustainability reasons, or geopolitical uncertainty. This trend is clearly reflected in RateBoard's occupancy data. For hoteliers, this means that data-driven pricing strategies are becoming increasingly crucial to effectively convert the high demand into revenue."
For further information on the Summer 2025 Fact Check, please contact Thomas Steiner, Managing Partner of Kohl > Partner, and Matthias Trenkwalder, Managing Director of RateBoard.
